Showerlux acquires the 'Ideal' partner

Published: 24 September, 2012

UK: While Showerlux’s UK operating company has closed down, the Showerlux brand will continue to be available in the UK. In a new amalgamation, Ideal Bathrooms has secured an exclusive distributorship for Showerlux branded products in the UK.

Showerlux enclosures will now be distributed exclusively by Ideal Bathrooms

This agreement means that Ideal Bathrooms will be supplied directly from the overseas production facilities of parent company Duscholux.

“Following the unfortunate closure of the Showerlux UK operation, we entered into negotiations with Duscholux, who have manufactured almost all of Showerlux’s products sold in the UK,” said Ideal Bathrooms’ commercial director Danielle Lillis. “In effect Ideal Bathrooms will now perform a similar operation, importing from the manufacturer to supply merchants and retailers. This reflects the current trend for global sourcing – a key feature of Ideal Bathrooms’ 2012 ‘An Ideal World’ campaign.”

A major element in the exclusive distribution agreement will be a comprehensive review of price points and customer discounts which will be completely realigned to be fully competitive for the marketplace and to offer improved margins for retailers.

The range will focus solely on shower enclosures and will continue to offer high quality and great design. Ideal Bathrooms will be taking in substantial stocks to ensure continued availability and the Showerlux brand will now benefit from Ideal Bathrooms’ renowned customer service, including next day deliveries, which are available on all Ideal Bathrooms’ 15,000 plus stock product lines.

“I am personally sad at the closure of the UK concern as I spent eight years of my career with Showerlux as a successful company,” said Ms Lillis, who left Showerlux in 2007 to take up the role of commercial director at Ideal Bathrooms. “However, I am also delighted that Ideal Bathrooms is able to keep the Showerlux name alive and has the opportunity to develop it back to its former glory as a big brand again. The enclosure arrangement fits perfectly with our existing product portfolio and particularly with our strategy to grow the showering section of our business. The Showerlux brand is in safe hands for now and the future.”

Simon Lake, Duscholux managing director, has welcomed the new arrangements: “Duscholux are delighted that we have agreed an exclusive partnership with Ideal Bathrooms to enable us to continue to supply the UK market. Crucially, this will allow us to improve the commercial offer to our customers and, coupled with the excellent back up and service that Ideal Bathrooms is renowned for, means that Showerlux retailers will benefit from a far superior business package moving forward. The last few weeks have been difficult and I apologise for any disruption that has been caused to our customers. I fully believe that this new era will enable the brand to prosper once again and we are fully committed to working closely with Ideal Bathrooms in order to achieve this.”

Ideal Bathrooms will be reintroducing retailers to the Showerlux range, which will be supported by a full marketing package, and will also be undertaking product development with the Duscholux R&D team to introduce additional product tailored to the demands of the UK market.

Ideal Bathrooms managing director John Bagshaw added: “While the loss of any bathroom company is unfortunate, we recognised that this was a fantastic opportunity for Ideal Bathrooms to form a new supplier partnership by strategically aligning the two businesses. This is a big move for us, providing us with a major opportunity to add a very strong showering brand to our existing product portfolio. We will be investing heavily in stock and marketing to ensure the Showerlux future is a bright one.”

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